#5313. Understanding the social consumer fashion brand engagement journey: insights about reputed fashion brands

August 2026publication date
Proposal available till 13-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Strategy and Management;
Marketing;
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Abstract:
The rise of social media platforms (SMPs) has increased information exchange, which can influence social consumer fashion brand engagement (SCFBE). Although there is evidence that SMPs increase online purchasing, there is limited understanding regarding how SMPs affect social fashion engagement, fashion brand relevance, and buying decisions. The present study targeted social media users who directly or indirectly engaged with reputed fashion brands in the UK.
Keywords:
Brand relevance; Fashion brands; Social consumer fashion brand engagement (SCFBE); Social media platforms (SMPs); Social passion

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